In addition to the sensitivity of the platforms

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However, today the scenario is totally different and much more complex than that, since today we are competing in a context where the consumer is overconsuming content that has been generating apathy and an increase in unconscious media consumption behaviors. In addition, digital platforms are sensitive to negative consumer responses to advertising, therefore, building an average frequency above 3 times seems like it can only be purchased through a frequency purchase, which between us, we know is not the most efficient way to buy if we want to build awareness in the largest number of consumers in the target.

We are aware that we do not want to saturate a consumer with the frequency of our advertising and generate a negative association with the brand, even when there is little evidence that this actually occurs. Having said that, I think the key is to have strong communication that has the necessary relevance and significance to, at the expense of a low frequency, be able to generate an association with the brand that is consistent and more solid in the long term.

Without prejudice to the above, it is important to consider the all india phone number context of consumption of the good or service when constructing the frequency. For example, if we have a brand that is strongly rooted in seasonality, it is probably a good idea for the advertising frequency to be directly related to said seasonality. Or if our objective is to generate a call to action (CTA) for a certain period of time, such as a promotion, it is also plausible to increase the frequency in the days prior to and at the end of the duration of said promotion.

When we talk about context, we refer to the circumstances surrounding the consumer's situation regarding the purchase; that is, the current season, the economic situation of the country, consumption trends in the category, initiatives of competing brands, and everything that, according to our category, can positively or negatively affect the consumer's purchasing behavior and that it is feasible to use it.

This last phrase remains in my mind, because it has a lot of commercial tone, whether it is feasible to use it or not has a direct relationship with the point we mentioned earlier about brand values. And yes, since it does not make sense to say that our brand is innovative or challenger, if at each Father's Day milestone, we make an initiative that is repeated over the years that does not fit the values ​​of the brand.

In other words, does it make sense to do Father's Day promotions if we sell sanitary napkins? Maybe yes or maybe not, but it depends on the values ​​of the brand we work with.